Jay-Z’s music streaming platform Tidal comes to Africa

Weeks after the world’s biggest music company, Universal Music Group, confirmed strategic operations in Nigerian and Ivory Coast, streaming platform Tidal has announced that it has set up shop in Uganda. It is the second country after South Africa to welcome Tidal.

To strengthen its move, the platform is partnering with South African telco MTN. It is expected that the considerably large reach of MTN will enable Tidal to establish divisions in other countries on the continent as well.

Tidal, which is co-owned by American rapper Jay-Z, has long flirted with the continent. In 2015, it was rumoured that the rapper sent his cousin to scout for music talent in Nigeria, possibly for his Rocafella record label. In the same year, a photo of Ice Prince and Jay-Z surfaced online.

While it was unclear what was discussed, Ice Prince became the first Nigerian artist to have a music video premiere on the Tidal platform. Ice Prince’s colleague and compatriot Naeto C became the first Nigerian to release an album on Tidal.

“Africa is a continent that has long been an inspiration for music heard around the world and Tidal is excited to highlight the vibrant musicians on our platform," Tidal’s chief operating officer, Lior Tibon, said. "Tidal is also thrilled to bring a new wave of digital music to Uganda as part of this collaboration."

Users on MTN will get a free 30-day trial on Tidal. Thereafter, they will have a choice among several offers.

"One product innovation MTN will add to the Tidal subscriptions is the inclusion of data," MTN Uganda chief marketing officer Olivier Prentout said. "MTN subscribers will be given the choice between daily, weekly and monthly packages payable only via Mobile Money (MoMo)."

“I remember hearing stories about my father‘s records being destroyed once they got to Africa," said Damian Marley, who is also an owner of the platform courtesy of Tidal’s artist-owner structure. "They didn’t want the people to hear the message in the music. What a beautiful day it is now when Africa will not only have access to my family’s music but to all music that exists.”

Tidal will host a Collaboration Conference to help artists understand the platform better on 2 September. A concert featuring Jamaican and Nigerian stars Kranium and DJ Spinall will take place the next day.

“This partnership with Tidal further demonstrates our strategic vision to lead the delivery of a bold, new digital world to our customers by making music more available on their smartphones,” Prentout said.